Building a digital donation solution for Cancer Society’s annual Daffodil Day that drives high conversion rates
Daffodil Day is an annual appeal run by the New Zealand Cancer Society that is crucial to funding the charity's work providing free support services, including transport to hospital appointments, cancer prevention awareness, education programs, and funding research into the causes and treatment of cancer.
Cancer Society relies on donations from individuals and businesses every year but due to Covid-19 disruptions, this brought their annual donations goals into question. Cancer Society brought Somar Digital onboard to design and build a robust and user-friendly digital solution for their Daffodil Day appeal to help them reach their donation goals.
Clean and professional web design
The User gets presented with a clean and professional-looking User Interface up-front. Having very neat and tidy ways of showing content and small yet intuitive micro-interactions make a big difference to the overall UX of the donation journey. The new Daffodil Day site displays simple yet very digestible content and payment details are handled on the site rather than on third-party platforms.
Improved usability results in higher conversion rates
Taking on board the insights gained from the UX Review at the beginning of the project, Somar Digital was able to drastically improve the overall usability of the online donation process for Daffodil Day. All these changes provide the user with trust towards the site as well as a clear path to make a confident donation. By getting the usability, design, and flow correct by following best practice and the donation conversion rates have increased.
Donation goals surpassed
The Daffodil Day website helped the Cancer Society surpass their donation goals as part of their wider Daffodil Day efforts. Daffodil Day 2020 was the most the Cancer Society had ever received via online donations. The site that Somar Digital built was able to handle the number of users at any given time and provided users with a much more effective way to donate. The insights gained from building the Daffodil Day website has had carry on effects related to improving the donation process for the main Cancer Society website and other donation campaigns.
Mary Direen, Cancer Society Product Owner